[ BDSN ] 🗺️ Why georank is critical for Amazon sellers (+ how to do it)

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🗺️ WHY GEORANK is CRITICAL for AMAZON SELLERS

Georank refers to the variability of an ASIN's keyword ranking across different geographic locations within a marketplace. This concept challenges the long-held assumption that keyword rankings are uniform across a national marketplace.

Despite its significance, most Amazon sellers have yet to incorporate geotargeting into their ranking strategies. Many rely on outdated beliefs or generalized assumptions about how Amazon's algorithm functions, leading to missed opportunities.

Why Georank Matters: A Competitive Edge

Georank variability reveals untapped opportunities for growth. For example, if your product ranks highly in one region but poorly in another, targeted strategies can improve performance in weaker areas, increasing overall sales and visibility.

The Myth of Georank Normalization and Skepticism

Geotargeting is not new. But Amazon using georanking is relatively new. And not understood by most sellers and they don’t know how to geotarget for success..

Some industry thought leaders believe that georank variability is temporary, asserting that as an ASIN gains traction, keyword rankings stabilize nationwide. However, this is based on opinion, not data, and further investigation by Marie O’Shea and her team have revealed no empirical evidence supporting georank normalization.

Evidence Supporting Georank Variability

1. Clean and Clear Case Study (ASIN: B00027DDOQ):

   • Age: 10+ years

   • Monthly Sales: 7,000+ units

   • Keywords Reviewed: 21 across 532 locations

   • Findings: No normalization observed; rankings varied widely. For example, the keyword "acne treatment" ranged from organic #1 to #196 across different zip codes.

2. Amazon’s Accelerate 2023 Announcement:
   At Accelerate in September 2023, Amazon revealed it subdivides marketplaces into micro-markets, each with unique demand curves, logistics, and product mixes. This ensures that georank variability is inherent to the marketplace structure.

3. Data Across Five Markets and 7,000+ ASINs:
   Four years of testing in multiple markets demonstrated persistent georank variability, even for high-performing ASINs with established sales histories.

Despite Clean and Clear’s robust sales of 7,000+ units/month, georank variability presented untapped opportunities for optimization. By targeting weaker regions with geo-optimized strategies, significant sales growth can be achieved.

Georanking Myths and Misconceptions

• Myth 1: Georank normalizes with sales.
  Evidence disproves this claim, as variability persists regardless of ASIN age or sales volume.
  

• Myth 2: Georank is determined solely by inventory.
  While inventory placement influences georank, local demand signals play a more significant role, which sellers can directly impact.
  

• Myth 3: Sellers cannot affect georank.
  Marketing strategies such as geo-targeted campaigns can significantly influence georank.
  

• Myth 4: Old techniques like giveaways don’t work due to georank.
  Strategies like giveaways, Search-Find-Buy, and influencer marketing remain effective when adapted to georank principles.

FORI and TORI: Ranking Impact Explained

• First Order Ranking Impact (FORI):

  • Directly tied to clicks, visits, cart adds, and purchases resulting from on-Amazon searches.

  • The strongest ranking signal, localized to specific regions.

  • Primary focus for boosting georank.

• Third Order Ranking Impact (TORI):

  • Influenced by secondary factors like Best Seller Rank (BSR) and inventory placement.

  • Affects all indexed keywords for an ASIN but with weaker "rank-juice."

  • Can provide incremental boosts to weaker locations.

Practical Strategies to Leverage Georank

1. Geo-Targeted Marketing:

   • Use tools like TikTok's DMA regions or Pinterest's geo-location targeting to focus ads on weak georank locations.

   • Optimize Google, Facebook, and Instagram campaigns for regional performance.

2. Amazon DSP Campaigns:

   • Combine geo-targeting with remarketing to reach audiences in underperforming regions.

3. Keyword Georank Analysis:

   • Regularly run georank reports to identify weak areas.

   • Tailor campaigns to improve performance in specific regions.

4. Localized Inventory Management:

   • Influence Amazon’s inventory placement by driving demand in targeted areas.

The 2025 Opportunity: Early Adoption

Most Amazon sellers remain unaware of georank's impact, creating a unique opportunity for early adopters. By incorporating geo-targeting into your ranking strategy, you can outpace competitors and maximize your product's visibility across all regions.

Next Steps:

1. Run georank analyses for your ASINs.

2. Implement geo-targeted marketing campaigns.

3. Monitor and adjust strategies based on location-specific performance data.

Adapt now, and turn georank variability into a competitive advantage.

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🛍️ TIKTOK DEBUTS 2 NEW WAYS to SELL MORE PRODUCTS

TikTok's has introduced two new features for creators to promote products that have the potential to spike sales:

1. Refundable Samples

Creators can purchase products and get an automatic refund after meeting specific criteria set by the brand (either by generating orders or posting shoppable content).

• Key Benefits:

  • Zero risk for brands: They either gain content or make a sale.

  • Creators are financially invested upfront, reducing the risk of "ghosting."

  • Automated refunds simplify management.

  • Creates a win-win scenario: Brands gain either visibility through content or revenue from the sale.

2. Affiliate Product Links

Creators can add affiliate links to their organic uploads. The links appear at the top of the post comments, directing users straight to product pages.

• Key Benefits:

  • Increases page traffic and conversions.

  • Facilitates easier discovery of products for users.

  • Currently available to select partners, with potential for wider rollout in the future.

💸 DODGE a FINANCIAL HOLIDAY RETURNS BULLET

Remember items bought between November 1, 2024, and December 31, 2024, can be returned until January 31, 2025 under Amazon's extended holiday return policy.

BDSS Dream 100 member Jon Derkits says if you're worried about high returns over the holiday season, toggle on FBA Returnless Resolutions. (You can turn it off after the holiday returns die down).

It will help you dodge a financial bullet in the new year.

🤯 IMPORTANT TIP for those USING SUGGESTED BIDS

Did you know?
BDSS Dream 100 member and BDSS XI Iceland speaker Mansour Norouzi says Amazon’s suggested bid changes depending on the bidding strategy you select.

Here's why that matters—and a hidden challenge to be aware of:

1. Bidding Strategies Affect Suggested Bids:

   • Each strategy has a unique suggested bid.

   • Dynamic Bids - Up & Down typically shows the highest suggested bid, as Amazon can increase bids up to 100% when a sale is likely.

2. UI Challenge:

   • Amazon’s interface requires you to add keywords and set bids before selecting a bidding strategy.

   • By default, the suggested bid is based on Dynamic Bids - Up & Down.

   • If you later switch to Dynamic Bids - Down Only (a more conservative approach), your bids may be unnecessarily high for this strategy.

Recommendation:

Set your bidding strategy first, then add keywords and apply suggested bids to ensure they align with your strategy. Avoid inflated costs by aligning bids with your chosen strategy upfront.

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🇨🇳 CHINA’S TRADE SURPLUS JUST KEEPS GROWING

China’s trade surplus has reached record highs, with a $785 billion gap between exports and imports in the first 10 months of this year—a 16% increase from 2023, according to Bloomberg.

This imbalance, the largest on record for the period, is likely to attract attention from the newly elected Trump administration, which has proposed tariffs of 60% or more on Chinese imports.

While the trade surplus partly reflects short-term factors, such as manufacturers ramping up shipments ahead of the holiday season and potential tariffs, it highlights a broader trend. China has increasingly relied on exports to offset weak domestic demand, with imports falling 2.3% last month amid a slowing economy, weak consumer spending, and a shift by the middle class toward domestic alternatives.

If Trump’s administration moves forward with its tariff plans, analysts expect Beijing to respond with increased stimulus and a sharp depreciation of the renminbi. China’s central bank has already set its official exchange rate against the dollar at its lowest level in a year, signaling possible readiness for such actions.

🕵🏽  BECOME A MARKET MASTER in AUSTIN in FEBRUARY

The next Market Masters Think Tank is happening February 20-24 in Austin, TX at the Gatsby Mansion.

It is limited to 12 participants. Tickets will go on sales December 12 and are expected to sellout quickly.

No matter whether you are just starting out, or you are already doing 100’s of millions of dollars in sales, this event will change your life and your business.

✌🏼 See you again on Thursday …

The answer to today’s STUMP BEZOS is
The average TikTok user spends 95 minutes per day on the app